You’ve been told that you have to do more video content, and you’ve been working on it. But the problem is, you’re not seeing those videos convert into more appointments.
It’s a challenge for a lot of agents—especially for those who don’t know what types of videos are most appealing to consumers. So what we’re going to talk about today are four different types of videos that any real estate agent who’s trying to build out a YouTube channel or social media following should be focused on.
These are the types of videos that actually help you book more face-to-face appointments offline. I don’t care about views, I don’t care about feeding your ego.
I care about the types of videos that consumers are going to watch—and then when they’re ready, they’ll going to reach out to you.
This is attraction marketing. It doesn’t happen overnight, but if you’re willing to be consistent, I can promise you this will be an absolute game changer.
I’m breaking down what I’ve done s with my YouTube channel, which includes four content buckets that are working for me right now to grow a channel as we’re approaching 10,000 subscribers.
Realistically, if you can grow a channel in your local market between 250 to 500 subscribers, I think that’s all you really need to actually make it worthwhile for your business.
So, let’s go over the four different types of videos.
#1 – List Video
The first type of video is the list video. These are your top 10 lists or best five lists. This is your “Five reasons why it’s great to live in this market”—or for one that I’ve done in Toronto—it’s the 10 Best Condos in Toronto.
One piece of advice for list videos—make it clear at the beginning of the video that this is strictly your opinion. You’re going to have people in the comments that aren’t always going to agree with you, but that’s totally fine. It starts a conversation and engages people in the comments, which is always good for your content.
Because most list videos are evergreen, they tend to do very well long term. And the beautiful thing is, you can remake the videos that perform well every year. Make adjustments to your video based on any new happenings in your area, then use the same title and add on the year at the end of the title for a new piece of content that doesn’t take too much time or creative energy.
#2 – Market Updates
The second type of video you should be focusing on is the most obvious one—the market update video.
But I don’t mean record yourself just looking over and reading the stats, because that is boring. No one’s going to watch it. But when done in an engaging way, market update videos can be massive for any channel.
So here are a couple of things you want to do in your market update videos:
- Talk about real-life situations. Obviously, leave out names and addresses, but tell the viewer what you are seeing on the ground level in your market. For example, you showed a property last week, and it had 14 offers on it, or you’re noticing that the inventory levels are finally going up in a certain area that’s really been tight on inventory for a long time. That’s what the consumer is interested in. You have to tell them something that they can’t just Google.
- Share stats consumers can’t find anywhere else. This has been working really well for me. One example is price categories—you can break down how many properties sold in different price ranges. Let’s say for a property over a million dollars, only 12% of all the sales that have happened this year in that area are over a million dollars. That’s good information for a potential seller to know that their buyer pool is a little bit smaller. But if you’re bringing out a condo property for $350,000 in a certain area, well, 70% of the sales happen under $400,000. That means you’re dealing with a big portion of the market.
Remember, people can read the headlines anywhere. You have to break down the headlines and go beyond them to tell viewers something that is actually interesting to hear.
#3 –News Headline Debunking Video
These videos are beautiful if you want to grow your channel. They will get you tons of views. They will get you tons of comments (some extremely negative). They will get a lot of people liking your videos. And because they give you those extra likes and subscribers, they’ll help you build authority.
But these news debunking videos can also become an easy trap to fall into. That’s because although these videos will get tons of likes and comments, they don’t convert into appointments that often.
Consider adding these types of videos every so often to boost views and engagement, but remember that you want to primarily focus on videos that book appointments.
Here’s how you can create a news debunking video:
Type your local market into Google and click the news category. Then take one of those headlines as the title of your video, and break down the article. I basically just share my screen and debunk the article using relevant stats and data from reputable sources.
#4 – Long-Form Educational Videos
This is my favorite category. It’s the most time-consuming, but I think this is the one that will get you the most amount of appointments.
Long-form educational guides are videos that detail every step of a particular transaction or process for buyers or sellers. Two examples are The Ultimate Toronto Condo Buyers Guide (2023) and The Ultimate Toronto Seller’s Guide (2023).
Essentially, these videos are buyer or seller consultations going over step-by-step, all the things that buyers or sellers would need to know if they’re buying a certain asset class in a certain community.
These do take some time to make, but they make incredible evergreen content—and they convert more than any other type of video. You’re building trust, you’re building authority, and you’re showing people you know what you’re talking about.
Create a Call to Action
Now, if you do all these videos, especially the long-form educational ones, I can guarantee that you will get results.
But there’s also one thing you have to add in.
You have to have a call to action. I don’t mean be super salesy, but casually let the viewer know that if they’d like to book an appointment with you, they can go into the first link in the description and book a time with you that works for them. I use Calendy for this, but I’m sure there are other platforms you could use.
This needs to be in every video. I know some people will say never ask, but at some point, you have to guide viewers to that link when they’re ready to reach out to you.
If you’re looking to expand your business and your repeat and your referral is working really well, but you’re trying to figure out how to bring new blood into your business, this is what you have to focus on. It’s by far been our biggest lead stream in terms of new business. Last year we did 27 transactions from it. This year, we’re already over 15 and we’re just getting into 2023.
This works if you’re willing to put in the effort—so go make some videos this week.